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Master of Marketing Managing Customer Relationships Total Customer Experience Case Study: Optus Mobile Phone Services Contents Part 1: Brand Experiences ---------------------------------------------3 Part 2: customer Experiences ----------------------------------------6 Part 3: Customer dialogue --------------------------------------------10 Appendix ------------------------------------------------------------------15 References ----------------------------------------------------------------17 Part 1: Brand Experiences Mobile phones and mobile phone service has become a highly competitive and increasingly mature business around the world. Customers are more and more demanding as mobile phones are turning into commodity, a status symbol and a lifestyle statement. The mobile …

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